Hershey’s Built Its Tastiest Website Yet, All Made of Chocolate

And then asked fans to eat it

One of the biggest problems with the internet is that you can’t literally eat it.

At least, that’s what the marketing executives at Hershey’s Brazil operations seem to think. The confectioner recently sought to correct the oversight with a campaign that filled a website with chocolate objects instead of real ones, and raffled them off to fans.

There were sunglasses, mustaches, smiley face emoji, French fries and even a YouTube “play” button, all made from solid chocolate, and promoted on the landing page. The promotion, created by agency Aktuellmix, was titled, naturally, “Eaternet.”

Visitors lusting after one of the chocolate sculptures could buy a Hershey’s bar elsewhere, and use the code on the wrapper to enter for a chance to win the toothache of their dreams.

Absurdly broad in its conception—a website could literally contain anything, making the idea of an edible one somewhat dubious—the execution compensated well in its specifics, with throwback references (a chocolate raincloud paging Tay Zonday) and attempts to keep pace with current events (a chocolate newspaper called for the “impeachment” of chocolate alternative carob, in a reference to the real-world ouster of Brazilian president Dilma Roussef last summer).

Special gifts to media personalities helped raise the profile of the campaign. One blogger, charmingly named Hugo Gloss, got his moniker molded into a block of chocolate, in the style of the Hugo Boss logo.

As is the formula in case-study videos, the success was huge, and unexpected, supported by the plethora of usual stats, but the best data point is one brands usually can’t claim—2 tons of ridiculous chocolate delivered.

See how the site looked below: